Latest News
New Liftoff + Vungle Report Reveals The Most Effective Video Ads for Acquiring Hyper-Casual, RPG, Social Casino, and Other Mobile Gamers
Full-screen video ads that are 37 seconds long, combined with video end cards, are the top-performing mobile ad creative targeting hyper-casual mobile gamers. That’s one of the key findings in a new study published today by Liftoff + Vungle (www.vungle.com), a leading mobile performance advertising platform. Titled Mobile Game Video Ads Analysis: Optimal Video Lengths and End Cards, the new report analyzes performance data from Vungle’s advertising platform of over 1 billion devices to provide creative guidance for mobile game marketers in genres including Social Casino, Strategy, Role Playing, and more.
Through an analysis of 3.7 billion ad impressions and the resulting installs, the report explores how parameters like end card type and ad duration can be adjusted to appeal to different kinds of gaming audiences. For example, the most effective creative for hyper-casual gamers—currently the largest audience in mobile gaming—is a full-screen video ad with a video end card. The duration of the ad should be around 37 seconds, the approximate length of a hyper-casual game round.
The study also revealed the top-performing ad creative for other gaming genres, including:
- Role-playing games: Long-form ads that explore specific game mechanics are the best way to capture the attention of RPG audiences, who are eager to dive into detail-rich experiences. Forty-six seconds is the ideal length, while looping video end cards drive the best performance for the end card.
- Social casino games: Social casino gamers favor concise ads that are short and sweet—mirroring the rapid game cycle of these titles. The top-performing duration for these ads was 10 seconds, and the winning end cards were standard end cards.
- Strategy games: There is room for numerous ad durations to succeed with strategy gamers, as ads 20 seconds long to those reaching 40 seconds can produce strong results. That said, the data revealed the 33-second mark was the happy middle ground and that app store end cards, which automatically redirect players to the app store front page, stood out among the end card options.
- Puzzle games: While relatively short video ads that clearly illustrate the puzzle’s mechanics work well for this audience, advertisers can see success with numerous creative combinations. The study found the optimal duration for ads was 22 seconds and the best end card was an app store link.
“To thrive in the highly competitive mobile environment, app marketers have to understand how to build and run successful campaigns, and that all starts with effective ad creative,” said Si Crowhurst, VP of Creative Labs & Brand at Vungle. “Our in-house team, Vungle Creative Labs, diligently designs, tests, and iterates on mobile ad creative. We understand what mobile game marketers are up against when they’re optimizing creative, and we wanted to share hard data to help them boost their performance.”
Vungle Creative Labs is an award-winning studio that blends creative, technology, and data insights to design compelling mobile experiences for its clients. Staffed by a diverse collection of data scientists, creative analysts, product managers, and engineers, the team performs in-depth, weekly testing across Vungle’s global network to ensure the latest data inform their clients’ campaigns. After each test, the team integrates its findings into its engineering, product, data science, and performance optimization strategies. Vungle Creative Labs served as the research arm behind the new report.
Mobile Game Video Ads Analysis: Optimal Video Lengths and End Cards provides in-depth analysis for mobile game marketers looking to grow their user bases via high-performance ad campaigns. The report is now available for download from Vungle’s website at https://performwith.vungle.com/mobile-game-video-ads-analysis.
Gaming
10-15% Of Gamers In Florida Show Signs Of Gaming Addiction: Here Are 10 Signs Your Kid Is Suffering From It (And How You Can Help)
Recent studies indicate that 10-15% of young gamers in Florida exhibit signs of gaming addiction. These findings underscore the need for early identification of symptoms to prevent negative impacts on children’s mental and physical health. Gaming addiction, if not dealt with, can lead to poor academic performance, social withdrawal, and even health problems.
Marin Cristian-Ovidiu, CEO of FreezeNova, discusses key indicators of gaming addiction and offers practical advice for parents.
Recognizing Early Signs
“Early recognition of gaming addiction is crucial in preventing long-term negative outcomes,” Marin explains. The following signs can help parents identify if their child might be developing an addiction:
Exhaustion and Irritability
Constant tiredness and grumpiness during the day could indicate late-night gaming sessions interfering with sleep.
Gaming Obsession
If gaming dominates your child’s thoughts and conversations, and they plan their day around it while neglecting other responsibilities, it could be a sign of addiction.
Decline in Academic Performance and Lost Interests
A noticeable decline in academic performance or loss of interest in previously enjoyed activities may suggest your child is prioritizing gaming over more important tasks.
Emotional Volatility
Extreme emotional reactions to in-game outcomes, such as uncontrolled anger, known as ‘Gamer Rage’, or intense celebrations, could indicate an unhealthy attachment to gaming.
Physical Strain
Signs of repetitive strain injuries like ‘Gamer’s Thumb’ or ‘Nintendo Neck’ from prolonged screen time are warning signals.
Neglecting Basic Needs
If your child is neglecting basic needs like eating, sleeping, or hygiene to keep playing, gaming has likely taken an unhealthy control over their life.
Creating a Supportive Environment
While video games can be a great source of entertainment and connection, around 70% of people with signs of gaming addiction also experience social disorders. Marin recommends a few tips for building a supportive and open environment for your child.
Teamwork and Setting Boundaries
“Parents and children should work together to create a healthy gaming environment. Gaming addiction requires a holistic approach,” Marin advises. Start by setting clear boundaries on gaming time to ensure there’s room for schoolwork, chores, and quality family time.
Revisit activities your child once loved, like football practice or exploring new hobbies together. It’s vital for your child to take breaks from screens, so create a balanced daily routine that includes homework, chores, exercise and just some gaming time. This allows your child to enjoy their games without neglecting other aspects of their life.
Open Communication
Maintain open communication. Discuss the games your child enjoys and any concerns you might have. By understanding their world, you can work together to find solutions.
Remember, you’re not alone. If you feel overwhelmed, seek professional help from specialists in gaming addiction. Marin concludes, “By working as a team, setting clear boundaries, and fostering open communication, we can help your child develop a healthy relationship with gaming and thrive in all areas of life.”
Bally’s Interactive, the digital and sports betting division of Bally’s Corporation, has launched the all-new Bally Bet Sportsbook & Casino app in Ontario, Canada. This latest release marks another significant milestone for the company, following the recent app update in New Jersey and a series of successful app launches in the past year, including the introduction of Bally Bet Sportsbook across multiple states and Bally Casino in Rhode Island.
The updated Bally Bet Sportsbook & Casino app represents a major step forward, as it combines the functionalities of the existing Bally Casino app and Bally Bet Sportsbook app into one comprehensive platform. Powered by White Hat Gaming, this new app allows players residing in or traveling to Ontario to conveniently place wagers on both sports and casino games using a single app, account, and universal wallet.
“We are thrilled to introduce the new Bally Bet Sportsbook & Casino app, marking a significant milestone for Bally’s. This integrated platform merges the features of our previous apps, providing players in Ontario with a seamless experience for both sports and casino betting. Our commitment to enhancing the player experience remains at the forefront as we strive to personalize the enjoyment of playing Bally Bet,” said Robeson Reeves, CEO of Bally’s Corporation.
PENN Entertainment Inc. has launched its stand-alone Hollywood Casino app in Pennsylvania. Built on PENN’s proprietary technology platform, Hollywood Casino offers more than 700 iCasino games, a variety of daily promotions, and exciting jackpots.
Available on Android, iOS and desktop, customers in the Keystone State can access Hollywood Casino through either the ESPN BET app or through the new Hollywood Casino app using their same ESPN BET login credentials, allowing for a seamless experience across PENN’s online betting and casino platforms. PENN plans to launch Hollywood Casino in additional jurisdictions in 2025, subject to regulatory approvals.
Hollywood Casino features a variety of online slots, table games and live dealer content, including bespoke live dealer tables and a dedicated “Casino Floor” lobby that allows users to easily find virtual versions of their favorite slot games from PENN’s retail properties. Hollywood Casino also features original titles from PENN Game Studios, PENN’s in-house casino game development studio that has produced a number of popular online games, including Legendary LarryTM and Wuji MinesTM.
“We’re excited to launch Hollywood Casino as a stand-alone app in Pennsylvania, giving our customers access to their favorite games in a dedicated, casino-first experience. With four Hollywood Casino properties in the state, the app leverages our trusted retail brand and creates a seamless connection between our online and retail gaming experiences. We look forward to bringing this enhanced Hollywood Casino experience to more iCasino markets in early 2025, pending regulatory approvals,” said Aaron LaBerge, Chief Technology Officer at PENN Entertainment.
Hollywood Casino is also fully integrated with PENN Play, the Company’s omnichannel loyalty program that allows members to earn and redeem rewards, including PENN Cash, exclusive tier benefits and personalized services.
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